Think about how your users might be searching to find your website. What is their search intent? What are they looking for?
Understanding search intent, the reasoning behind every search, can help inform your site content and SEO approach.
To do this, you can use a tool like Google Search Console to analyze your current search traffic – where are users first landing on your site and how are they getting there, find your best-performing pages, and discover the keywords your site visitors are using to get to you. Use that knowledge to inform future content and SEO decisions.